BUSINESS MATTERS

Innovation Center Success Story

Nowlin and Associates skyrockets past goals

STORY BY BRITTANY SMITH & PHOTO BY JAKE ARTHUR

In 2014, Lee Williams played in his last PGA Tour. A disease in his back forced him into retirement, but he refused to believe that he was done. Williams spent the next two and a half years going back and forth to doctors trying to find a way to get back out on the golf course.

“In late 2017, my doctor told me I would never play again at the PGA level,” Williams said. “My passion outside of golf was investments.”

Although realizing that he would never again play golf at the PGA level was difficult, it didn’t take Williams long to realize that a career in wealth management could be exactly what he needed in his life. Williams soon began working to become licensed in insurance, securities, investments and advisory services.

“I had no clients when the business opened in 2018,” said Williams. “I had to do what most people don’t like – go out and meet with people, explain what I’m doing, explain about Nowlin and Associates. I leveraged my contacts, friendships and just started getting in front of people.”

Williams said his initial plan was to manage money and also have an insurance focus regarding life and disability. Quickly, this plan evolved into money management with an emphasis on wealth management.

Nowlin and Associates began at the Lake Martin Innovation Center with only Williams but has quickly evolved into Williams and a team of highly qualified individuals. The team consists of an executive assistant, an estate planner and an accounting firm made up of six CPAs. The office space has also had to expand to meet the needs of the business.

“I first started in a small office just for me at the Lake Martin Innovation Center, and I am still there today, but I have upgraded a few times,” said Williams. “The first time I upgraded offices, it was to a bigger office for me and my executive assistant, Laura Lacey. The second time we moved offices was to the largest office available at the Lake Martin Innovation Center. We did this in order to accommodate bringing in David Wellborn who is an estate planner, and we also have added Hagler & Bracato, CPA, to the office space.

“I never thought that in this time frame, I would be where I’m at today. I’ve probably eclipsed my goals by triple from where I thought I would be at this point,” Williams said.

He attributes his success in the office to a blueprint that he created because of his success on the greens when he played professional golf.

“When I look back on my achievements in golf, there were things that made me successful. Essentially, I had a blueprint of three things: 1) I had a great team that surrounded me that included some of the highest ranked teachers in the world, along with well known sports psychologist Bob Rotella; 2) I had a passion and obsession for the game of golf. I would go above and beyond. It was like a soul obsession. One that I woke up for every morning and sacrificed a lot for. Basically, I outworked everyone; and 3) I tried to do things the right way and be someone that sponsors and that others would want to associate with. And I wanted to take that blueprint of success that I had in golf and transpose it to my business in wealth management,” he said.

“So, when I first started Nowlin and Associates, I created a business blueprint, much like the success blueprint I used in golf, and just like when using a blueprint to build a house, I’ve made modifications and improvements along the way. As the business evolved, I pivoted to more of a family office style set-up due to the amount of higher net worth clients I work with and added the others to meet goals,” Williams explained.

Because of the innovation center’s size, Williams has had the flexibility to move to larger spaces within the building and has not had to branch out to a different location to grow his business.

At 17,200 square feet, the innovation center also offers space to accommodate groups like the Alexander City Chamber of Commerce. It supports startups, entrepreneurs and existing businesses and allows for the opportunity to have co-working memberships. There

also are individual office spaces and suites available.

In addition, the innovation center offers state-ofthe-art audio/visual technology in multiple conference rooms and meeting space along with a receptionist during office hours, 24/7 secure access to the facility, and the monthly rent includes the cost of utilities.

With events like coffee connections and professional development workshops regularly, Williams and his team have been able to foster strong relationships within the community, which has helped to cultivate growth within the business setting.

“At this point, because of the level of growth we’ve experienced, we are more selective and really focusing on offering a high level of service and quality,” Williams said.

In May, Nowlin and Associates transitioned into a registered investment advisory firm with the SEC called The Ascent Group, which has more than $2 billion in assets under management. This transition permits Williams and his team to be more selective about who they work with and focus on a concentrated clientele that allows for more touchpoints and deeper relationships to be built. The RIA setup also allows them greater flexibility in the managers they utilize in helping meet the needs of their clients.

Williams likened his business strategy to that of a golfer who begins as a square but wants to be a circle.

“You see, as a golfer, you start off as a square, but you want to be a circle. And as you chip away at the edges it begins to look like a circle. It will never be perfect, but it certainly will look a lot like a circle over time. And that is what we are doing here at Nowlin and Associates. We are chipping away at the edges, creating a circle.”

And a circle they definitely are creating. Williams can focus on educating his clients, partnering them with best in class managers and, when appropriate, bring in estate planning with Browder & Welborn, LLC, and tax management with Hagler & Brocato, LLC.

“It’s beneficial if my client is able to explain their investments,” Williams explained. “I want them to have a 30,000-foot overview of what and why they are investing and what we are working towards. Educating my clients makes for a great long-term relationship, and as I always say, ‘Why make something complicated if simple will do?’”

For more information on Nowlin and Associates, call Williams at 334-703-3454 or seend him an email at Lee@ NowlinWM.com. For more information about the Lake Martin Innovation Center or to see if its space would be a good fit for a new business, stop by 175 Aliant Parkway, Alexander City, or call 256-414-6100.

Teamwork Counts

Williams and his executive assistant, Laura Lacey, work together to create a dynamic workplace at Nowlin and Associates.